New study reveals the hidden drivers behind brand consideration

Think about the last time you bought an insurance policy, chose a bank, or subscribed to a new service. Chances are, certain brands came to mind instantly — not because of a single ad, but because of years of exposure across media, culture, and personal experience. 

That instant recall reflects sustained brand investment over time. New research from The Trade Desk Intelligence and PA Consulting explains why brands that show up early and consistently are more likely to be chosen when it counts. 

Consideration starts long before the purchase journey 

Brands can influence perception early in the purchase journey, as consideration sets — short lists of brands consumers assess before making a purchase — form. The research defines this initial period as the priming stage, where brand signals and personal experience influence mindshare. Consider insurance again: By leaning into trusted strategies during the priming stage, brands can cut through the noise and improve their likelihood of consideration before consumers seek a new policy. Findings from the study,¹ which include a survey of 1,500 people in the U.S. in the market for a new home or auto insurance policy, show: 

• 1 in 3 consumers had long considered a brand before they were actively looking to buy a new insurance plan 

• 80% of consumers say their perceptions of insurance brands are shaped by so many experiences and factors over their lifetime 

• 64% of brands were added to the consideration set before the search started 

Brand consideration develops across three dimensions, each uniquely contributing to consumers’ decision-making process, according to the research: 

Situational (65% say this factor influenced their decision-making): Driven by personal needs, motivations, and life stage 

Intrinsic (63%): Built through long-term perceptions and personal experience 

Cultural (56%): Formed through a brand’s presence in culture, media, and shared moments 

Situational factors have the strongest influence on decision-making, creating relevance by aligning with major life events, such as a move, a new car, or a growing family, which bring categories like insurance into focus. Meanwhile, intrinsic factors build familiarity and trust over time — for example, growing up around a particular brand influences perception. Lastly, cultural factors generate intrigue for insurance companies through reputation, which are reinforced by recurring characters (think: Geico’s Gecko or Jake from State Farm) and a consistent presence across sports and entertainment. 

Brands that reinforce all three pillars of decision-making are more likely to remain top-of-mind when consumers enter the market. 

The open internet drives early brand perception 

Consideration is built over time, and the environments where that exposure occurs become critical. Research shows that channels on the open internet play a central role: 

• 83% of survey respondents agree open internet sources influenced their consideration in the priming stage 

• 61% visited the open internet to learn more when they first began exploring a brand 

Since perception is shaped across these moments, no single channel can fully influence consideration on its own. Omnichannel strategies reinforce these signals over time: 

Connected TV (CTV) delivers a high-attention environment that drives intrinsic engagement and creates emotional connection. 

Display addresses situational needs by providing essential information at the right moment. 

Audio supports the cultural dimension by shaping brand identity and conveying distinctive character. 

Among these, CTV stands out as 1.6 times more persuasive than walled gardens, making it a powerful driver of early brand perception. Combining sight, sound, and motion in premium environments helps brands become more memorable and relevant at scale. 

And when these channels work together, brands can build consistency across touchpoints, ensuring each exposure reinforces the last. 

What these insights mean for advertisers

When asked what lands insurance brands on their consideration list, 81% of respondents surveyed agreed: “Getting on my list isn’t about one big move; it’s about consistent presence in key moments.” 

Consumers move in and out of consideration at different moments, shaped by life events, cultural exposure, and sustained familiarity. These factors underscore the importance of an always-on, omnichannel approach that reinforces brand signals consistently. The study points to a clear set of priorities for brand-building: 

Prioritize the priming stage: Brand consideration begins well before consumers are in market, making early exposure critical to shaping future decisions. 

Build across all three dimensions of perception: Situational, intrinsic, and cultural signals each contribute to how brands are remembered and emerge as top-of-mind when the purchase journey begins. 

Use the open internet to shape perception at scale: The open internet provides the range of environments needed to influence brand perceptions throughout the priming stage, especially across CTV and display. 

Maintain consistency across channels: Cohesive omnichannel strategies reinforce brand familiarity with customer interaction over time. 

Brand consideration develops gradually over time across moments, channels, and experiences. Advertisers that show up early and stay consistent across the open internet are more likely to shape how they are perceived and, ultimately, whether they are chosen. 

Source: 
1. The Trade Desk Intelligence and PA Consulting, Insurance Priming Journey, U.S., n=1,519, November 2025.